{"product_id":"changing-the-channel-isbn-9780470538807","title":"Changing the Channel","description":"\u003cp\u003eAn all-encompassing guide to making the most from multi-channel marketing\u003c\/p\u003e \u003cp\u003eWritten in a straightforward and accessible style, \u003ci\u003eChanging the Channel\u003c\/i\u003e offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits.\u003c\/p\u003e \u003cp\u003ePage by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eDiscusses how to create successful marketing campaigns by using a mix of different marketing channels\u003c\/li\u003e \u003cli\u003eOffers some smart ways to track customer buying habits with a database that covers all marketing channels\u003c\/li\u003e \u003cli\u003eHelps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWith this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.\u003c\/p\u003e  Foreword.  \u003cp\u003eAcknowledgments.\u003c\/p\u003e \u003cp\u003eINTRODUCTION Shopping for Homes: Easier, Faster, Cheaper \u003ci\u003eBy MaryEllen Tribby\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003eCHAPTER 1 Marketing in the Twenty-First Century: How Quickly Things Have Changed.\u003c\/p\u003e \u003cp\u003eCHAPTER 2 “DRM” and “MCM”: The Two Most Important Acronyms in Advertising Today.\u003c\/p\u003e \u003cp\u003eCHAPTER 3 Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruit.\u003c\/p\u003e \u003cp\u003eCHAPTER 4 Social Media: Informal Communication, Powerful Profits.\u003c\/p\u003e \u003cp\u003eCHAPTER 5 Search Engine Marketing: Busting Myths and Driving Sales.\u003c\/p\u003e \u003cp\u003eCHAPTER 6 Teleconferences: All You Need Is a Phone and Good Ideas.\u003c\/p\u003e \u003cp\u003eCHAPTER 7 Direct Mail: An Old Dog That Still Knows a Few Tricks.\u003c\/p\u003e \u003cp\u003eCHAPTER 8 Direct Print: Getting More Than Ever for Your Ad Dollar.\u003c\/p\u003e \u003cp\u003eCHAPTER 9 Direct-Response Television: Why Super Bowl Ads Don’t Work.\u003c\/p\u003e \u003cp\u003eCHAPTER 10 Direct-Response Radio: Music, News, Sports, and Talk = Money.\u003c\/p\u003e \u003cp\u003eCHAPTER 11 Telemarketing: Inbound, Outbound, Money-Bound.\u003c\/p\u003e \u003cp\u003eCHAPTER 12 Joint Ventures: Only Streets Should Be One-Way.\u003c\/p\u003e \u003cp\u003eCHAPTER 13 Event Marketing: Having Fun with Your Customers.\u003c\/p\u003e \u003cp\u003eCHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous.\u003c\/p\u003e \u003cp\u003eCHAPTER 15 The Incredible Power of a Multi-Channel Campaign.\u003c\/p\u003e \u003cp\u003eCONCLUSION Smoking at Joe’s \u003ci\u003eBy Michael Masterson\u003c\/i\u003e.\u003c\/p\u003e \u003cp\u003eAPPENDIX Examples of Ads.\u003c\/p\u003e \u003cp\u003eNotes.\u003c\/p\u003e \u003cp\u003eAbout the Authors.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e  \u003cb\u003eMichael Masterson\u003c\/b\u003e has developed a loyal following of more than 450,000 subscribers with \u003ci\u003eEarly to Rise\u003c\/i\u003e (www.EarlyToRise.com), an e-newsletter published by Agora Inc. Throughout his remarkably successful business career, Masterson has been involved in two businesses that grew beyond $100 million, two more that exceeded $50 million, and at least a dozen that surpassed the $10 million mark. He is also the author of the \u003ci\u003eNew York Times, Wall Street Journal,\u003c\/i\u003e and Amazon.com bestsellers \u003ci\u003eReady, Fire, Aim; Seven Years to Seven Figures; Automatic Wealth;\u003c\/i\u003e and \u003ci\u003eAutomatic Wealth for Grads\u003c\/i\u003e . . . \u003ci\u003eand Anyone Else Just Starting Out\u003c\/i\u003e (all published by Wiley), and Confessions \u003ci\u003eof a Multi-Millionaire\u003c\/i\u003e. Subscribe to Michael Masterson's daily e-zine at www.EarlyToRise.com.  \u003cp\u003e\u003cb\u003eMaryEllen Tribby\u003c\/b\u003e has over twenty years of publishing and business experience, most notably in direct marketing, and is currently CEO and Publisher of \u003ci\u003eEarly to Rise\u003c\/i\u003e. She was responsible for quadrupling sales and profits within her first fifteen months there. Tribby is also the founder and Executive Publisher of \u003ci\u003eInvestor's Daily Edge and Total Health Breakthroughs\u003c\/i\u003e, ETR's sister publications.\u003c\/p\u003e  \u003cb\u003ePraise for Changing The Channel\u003c\/b\u003e  \u003cp\u003e\"\u003ci\u003eChanging the Channel\u003c\/i\u003e is a valuable ally for any business owner willing to go beyond the 'same old' marketing in their industry. Tribby and Masterson draw on their own experience at Agora, one of the direct marketing giants of our age, to show you not only what to do, but how to do it. Get yourself a copy of \u003ci\u003eChanging the Channel\u003c\/i\u003e, a quiet corner, and a couple of highlighters—you'll discover dozens of simple actions you can take to grow your business beyond what you thought possible.\"\u003cbr\u003e —Howie Jacobson, PhD, author of AdWords For Dummies\u003c\/p\u003e \u003cp\u003e\"I just finished reading \u003ci\u003eChanging the Channel\u003c\/i\u003e, and all I can say is WOW! This is the only book I've ever come across with an easy-to-understand, yet comprehensive approach to leverage both offline and online channels (a combination that is often confusing, even to the most celebrated marketing gurus). This book is a must-read for anyone and everyone who has anything to do with marketing that must deliver real results to the bottom line.\"\u003cbr\u003e —Rich Schefren, CEO, Strategic Profits\u003c\/p\u003e \u003cp\u003e\"What Michael and MaryEllen have done here is to crystallize decades of classic marketing and online wisdom and experience into a practical, easy-to-repeat formula that anyone in business—from a small startup to a large corporation—can follow and produce and measure their results. An excellent book that inspires action. Applying the principles in the final chapter alone is enough to revolutionize any online business.\"\u003cbr\u003e —David Cross, Senior Internet Consultant, Agora Publishing\u003c\/p\u003e \u003cp\u003e\"If you want to put your business on the fast track, \u003ci\u003eChanging the Channel\u003c\/i\u003e is a must-read. Michael Masterson and MaryEllen Tribby lay down a clear and proven road map to greater success. In \u003ci\u003eChanging the Channel\u003c\/i\u003e, they outline many ways of reaching prospects, building relationships, and maximizing customer lifetime values. \u003ci\u003eChanging the Channel\u003c\/i\u003e is a must-read for all entrepreneurs.\"\u003cbr\u003e —Lou Betancourt, Publisher, StreetAuthority.com\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988901839077,"sku":"NP9780470538807","price":14.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470538807.jpg?v=1761781983","url":"https:\/\/k12savings.com\/es\/products\/changing-the-channel-isbn-9780470538807","provider":"K12savings","version":"1.0","type":"link"}